Categories: Optmyzr

AdWords Search Query Word Cloud

If you’ve ever wondered how to leverage all the long tail data in the AdWords Search Terms report, I’ve got some good news for you. We just launched a Search Terms Word Cloud report in Optmyzr that brings the most important words to your attention.

Here’s what that report looks like for our own AdWords account:

So why did we build this unique AdWords visualization?

In the Search Terms report, we all know to look at the queries that are getting the most clicks or the highest cost, and to add these as new keywords or negative keywords. But in a system like AdWords that has so many long tail queries, this approach is not sufficient if you want the best results.

Let me illustrate the problem… Say you’re selling cars and the top query in the report, ‘toyota camry,’ has 100 clicks. As you go down the list there are hundreds of queries that each have between 1 and 3 clicks, like ‘2014 toyota camry,’ ‘toyota 2014 models,’ ‘2014 camry pricing,’ etc. Notice a pattern? The word ‘2014’ appears quite frequently in the long tail, and if you were to add up all the clicks for queries that include this word, that might be more clicks than the top query in the report.

Knowing this, you should make a decision about what to do with the word ‘2014’. In this example, you’d probably want to add 2014 to all your keywords for different car models and you might want to update your ads to say you have 2014 models in stock. In other cases a word that appears frequently in the long tail might be a good candidate for a new negative keyword.

Thanks to the Word Cloud tool we just launched, it’s now easier than ever to find individual words that have a large aggregate volume in the long tail. You can run the report for an entire account, or any subset of campaigns. Give it a try today and see what gems you discover in the long tail of your AdWords query data.

Frederick Vallaeys :Frederick Vallaeys was one of the first 500 employees at Google where he helped grow the AdWords search marketing system and served as Google’s AdWords Evangelist, teaching advertisers about which Google products are best to support their marketing goals. He was a key player on several of the teams that made AdWords into the leading platform for search marketing, including the team that started the AdWords Editor and the one that acquired Urchin (now Google Analytics). He has contributed his technical expertise to several AdWords books including bestsellers like “AdWords for Dummies,” “Advanced Google AdWords,” and “Quality Score in High Definition” and he writes a monthly blog for searchengineland.com. He helps advertisers improve their search marketing results through Optmyzr.com, an AdWords tool company that makes a Historical Quality Score Tracker, One-Click AdWords Optimizations and other tools to make account management more efficient.

View Comments (2)

  • " In other cases a word that appears frequently in the long tail might be a good candidate for a new negative keyword...." is this right ?

    • That's exactly right John! You can use this tool to find ideas for new keywords you should add as well as negative keywords for queries you'd rather not show your ads for.